Kotex Digital “Generation Know” to Empower Girls to Get the Facts About Their Bodies by Organic

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“Generation Know” to Empower Girls to Get the Facts About Their Bodies

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Industry Feminine Hygiene
Media Digital, Interactive & Mobile
Market United States
Agency Organic
Executive Creative Director Matthew Zelley
Art Director Rachel Madrigal, Michelle Van Der Maas
Copywriter Leah Sipher-Mann, Marguerite Adragna, Sally Lawton
Released January 2013

Credits & Description

Kimberly-Clark’s U by Kotex has launched its newest program aiming to shake up the feminine care category – this time aimed at advancing and reshaping the societal conversation around vaginal health and wellness – with support from digital agency Organic (www.organic.com).
Through research and brand insights on today’s girls, “Generation Know,” was developed as a way to empower girls with education about vaginal health through an innovative marketing approach that will advance the category and redefine the category.
Organic was tapped to create the digital elements of the program such as:
An engaging, educational brand website - www.GenerationKnow.com - where girls can ask questions, get the facts via the “Real Answers” program, partake in the “Myth vs. Fact” program that dispels popular myths around period care (i.e. are you more likely to get attacked by a shark when swimming in the ocean on your period?) and take part in projects that will create social change
A new mobile site which is closely aligned with the content from the brand website
A large social media component, including a customized pipeline of content for Facebook, Twitter, YouTube and Tumblr
Additional support from traditional digital advertising

Chief Creative Officer: Dwayne Raupp
Executive Creative Director: Matthew Zelley
Art Director: Rachel Madrigal and Michelle Van Der Maas
Copywriter: Marguerite Adragna, Sally Lawton and Leah Sipher-Mann
Account Executive(s): Jim Napolitano, Marina Reyna, Katrina Martin, and Christina Torri